Head of Demand Gen role for Commercial Sector (UK & ROI) – MAT Cover

About the role

As a key member of the Demand Marketing Leadership team, you'll drive business pipeline growth (within the existing base and new business) across UK and Ireland's commercial sector through data\-driven demand generation strategies. Collaborating with the Marketing Team, you'll architect and execute multi\-channel demand generation campaigns focused on delivery the annual targets. This role requires close partnership with sales leadership to establish aligned revenue targets and lead quality metrics, while ensuring data\-led decision\-making supports the ambitious commercial growth plans. Additionally, you'll collaborate with other Demand Generation roles to optimise campaigns across the business. Your expertise in commercial sector demand generation will be fundamental to achieving the organisation's growth objectives in this sector.

In this role your key responsibilities will be:

• Deliver the annual lead generation targets agreed with the CMO, Director of Performance Marketing and Sales function to deliver the required business growth.


• Developing and executing comprehensive new business demand generation strategies to achieve pipeline targets and company growth targets within the commercial sector


• Leading integrated multi\-channel marketing campaigns incorporating digital advertising, content marketing, email, events, and webinars, as required to achieve targets


• Establishing effective stakeholder relationships across sales, product marketing, and content teams, ensuring aligned messaging and campaign effectiveness


• Ownership of marketing analytics and reporting, providing insights on campaign effectiveness, pipeline metrics, and revenue attribution


• Developing and maintaining KPIs


• Leading a team and partnering with brand, product marketing to create compelling value propositions focused at targeted markets


• Driving testing initiatives to identify new opportunities, understand buyer behaviour, and optimise targeting strategies for continuous performance improvement


• Managing and driving results (through a matrix) though internal BDRS and external BDR agencies

Travel requirements, working arrangements \- Visit Peterborough and Watford offices at least once a week

Skills \& experience

Essential Skills/behaviours:

• Strategic Marketing Mindset \- Proven ability to develop and execute comprehensive B2B marketing strategies with demonstrated success in business pipeline generation and revenue impact


• Data\-Driven Decision Making \- Strong analytical capabilities and experience using data to optimise campaign performance, with proficiency in marketing analytics tools and attribution modelling


• Leadership \- Experience building and mentoring high\-performing demand generation teams, with excellent project management and stakeholder communication skills


• Marketing Technology Expertise \- Deep understanding of marketing automation platforms, CRM systems, and digital marketing tools


• Business Acumen \- Strong understanding of B2B sales cycles, pipeline dynamics, and revenue operations, with ability to align marketing initiatives to business objectives


• Cross\-functional Collaboration \- Exceptional interpersonal skills with proven ability to work effectively across departments, particularly with sales, rest of marketing and product marketing teams


• Campaign Management \- Extensive experience in developing and executing multi\-channel B2B new business marketing campaigns with demonstrable ROI


• Problem\-Solving \& Adaptability \- Ability to thrive in fast\-paced environments, pivot strategies based on market changes, and find creative solutions to complex marketing challenges

Critical competencies:

*Qualifications \& Experience:*

• *Bachelor's degree in marketing*, Business, or related field or 5\+ years of B2B marketing experience with at least 3 years focusing on demand generation


• 3\+ years of people management experience leading marketing teams


• Proven track record of achieving and growing pipeline and revenue in a new business B2B environment

*Technical Skills:*

• Proficiency in marketing automation platforms (Marketo, HubSpot, or similar)


• Strong experience with CRM systems, preferred Netsuite


• Expertise in digital marketing tools and analytics platforms (Google Analytics, LinkedIn Ads, etc.)


• Demonstrated ability to analyse complex marketing dashboards and attribution models

*Required Competencies:*

• Strong understanding of B2B buyer journey and modern new business demand generation tactics


• Proven ability to develop and execute account\-based marketing (ABM) strategies


• Experience in building and optimising lead scoring and nurture programs


• Track record of successful collaboration with sales teams

*Preferred Skills:*

• Experience in SaaS or technology industry marketing


• Knowledge of industry\-standard marketing metrics and KPIs

Strong project management and prioritisation abilities

• Benefits \& culture

At Zellis we create market\-leading HR \& Payroll products and services, to power exceptional employee experiences so that you and your people do better. Our multi\-award\-winning products pay over five million employees a year, with almost half (42%) of the FTSE 100, 50% of the top retailers and 30% of the top universities in the UK \& Ireland as customers, making us the largest provider of Payroll and HR software and managed services.

Our vision is to be the clear leader in pay, reward, analytics, and people experiences. We're passionate about creating an environment where people want to join, belong to, and be part of a progressive organisation. Our values, which were defined with input from all of our 2,000 colleagues, we live and breathe every day:

• Unstoppable together.


• Always learning.


• Make it count.


• Think scale.

Our people are critical to our ongoing success; we’re proud of our inclusive culture that gives you the platform to grow, challenge the status quo and play a crucial role in further enhancing our market position as the leading provider of HR \& Payroll software and services. With Zellis you’ll have the chance to stretch and challenge yourself in an environment that’s varied, flexible and hugely supportive.

We also love to reward and recognise our brilliant colleagues. As part of your benefits package, you’ll receive:

• A competitive base salary.


• 25 days annual leave, plus your birthday off and the opportunity to buy additional holiday.


• Private medical insurance.


• Life assurance 4x salary.


• Enhanced pension scheme with company contributions up to 8\.5%.


• A huge range of additional flexible benefits across financial \& personal wellbeing, lifestyle \& leisure.

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